RIYADH: PepsiCo. and the Saudi Arabian Football Federation (SAFF) have announced that the multinational’s subsidiary Lay’s potato chips will sponsor the 2023-24 Saudi Women’s Premier League.
The two entities held a signing ceremony in the presence of media partner SMC Vibes — the sports and entertainment leg of Saudi Media Company (SMC) — to commence the three-year partnership.
The Saudi Women’s Premier League will be renamed as Saudi Women’s Premier League Powered by Lay’s.
The signing was attended by PepsiCo. MENA CEO Aamer Sheikh, SAFF Deputy Secretary General Ibrahim Alkabbaa, Head of the Women’s Department at SAFF Aalia Abdulaziz AlRasheed and SMC CEO Khalid Alkhudair, alongside the eight Women’s Premier League team captains.
The Saudi Women’s Premier League launched its first official season last year with eight teams, including five of the biggest Saudi Pro League teams, competing in two legged fixtures over 14 weeks with Al-Nassr being crowned champions.
With the 2023-24 season set to kick off October 13, the league continues to flourish with exciting new international and local signings featuring across eight competitive teams and a thrilling lineup of 56 matches.
Saudi Women’s Premier League Powered by Lay’s matches will be broadcast live on Saudi Sports Channel, ensuring maximum exposure and reach for the league.
Vice President of the Saudi Arabian Football Federation (SAFF) Lamia Ibrahim Bahaian said: “Our partnership with Lay’s for the Saudi Women’s Football League is a testament to the growing support and recognition of women’s sports in Saudi Arabia.
“The league’s expansion, with the backing of Lay’s, is a significant step forward in achieving our objectives to nurture and showcase the incredible talent of female footballers in our nation. Together, we are working toward a future where women’s football takes its rightful place on the global stage and inspires young girls across Saudi Arabia and beyond.”
CEO PepsiCo. MENA Aamer Sheikh said: “We are thrilled to embark on this exciting journey with the Saudi Women’s Premier League to not only underscore our dedication to fostering diversity and inclusion but also demonstrate our commitment to the ambitious Vision 2030 goals of Saudi Arabia.
“This collaboration also reflects our unwavering promise to empower women not just globally but locally as well through our numerous platforms and programs. By empowering and promoting women in sports, we contribute to the vision’s aim of diversifying the Saudi economy, enhancing the quality of life, and increasing participation in sports at all levels.”
SMC CEO Khalid Alkhudair said: “This partnership contributes in opening new horizons for achieving the goals of women’s football in the Kingdom.
“Today, we are witnessing a qualitative leap in sports, where investment and sports marketing play an important role in contributing to the country’s ambitions. We are delighted at SMC to be among the pioneering Saudi companies in this field.”
